국외여행상품 선택속성에 따른 여행객 만족이 여행사에 대한 태도, 충성도 및 전환 의도에 미치는 구조관계 분석 - 여행사 규모에 따른 차이를 중심으로 - (An Analysis of Structural Relationship among the Effect Traveler's Satisfaction by Preference Attributes of Overseas Travel Products on the Attitude, Loyalty and Switching Intention to Travel Agency :)

서지정보

· 발행기관 : 한국관광연구학회
· 수록지 정보 : 관광연구저널 / 26권 / 4호 / 309 ~ 333페이지
· 저자명 : 김동일, 이승곤, 진현식

초록

This study aims to grope for marketing strategy suitable to the specific condition of travel agencies in a competitive environment of overseas travel supply market. Based on the literature review, the measurement scales for each construct was developed and utilized to analysis. A total of 319 useful data were collected from tourists who were having overseas travel experience. SEM analysis showed that the human services had the most impact to the satisfaction of the tourist, and also the satisfaction was fully mediated to loyalty by attitude. But the satisfaction affected on a switching intention of travel agency to positive direction, therefore in order to develop the competitiveness of travel agency need to the satisfaction of travellers as well as to secure the diversity of travel products. And these results are more important in large travel agencies than medium scale. Consequently, travel agencies in medium-sized will focus on the formation of the satisfaction and a positive attitude that marketing strategies need to be determined. More detailed practical discussion and implication were provided in the conclusion.

영어초록

This study aims to grope for marketing strategy suitable to the specific condition of travel agencies in a competitive environment of overseas travel supply market. Based on the literature review, the measurement scales for each construct was developed and utilized to analysis. A total of 319 useful data were collected from tourists who were having overseas travel experience. SEM analysis showed that the human services had the most impact to the satisfaction of the tourist, and also the satisfaction was fully mediated to loyalty by attitude. But the satisfaction affected on a switching intention of travel agency to positive direction, therefore in order to develop the competitiveness of travel agency need to the satisfaction of travellers as well as to secure the diversity of travel products. And these results are more important in large travel agencies than medium scale. Consequently, travel agencies in medium-sized will focus on the formation of the satisfaction and a positive attitude that marketing strategies need to be determined. More detailed practical discussion and implication were provided in the conclusion.

참고자료

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